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A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms

Author

Listed:
  • Chueh-Chu Ou

    (Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan)

  • Kuan-Liang Chen

    (Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan)

  • Wei-Kuo Tseng

    (Department of Business Management, National Taichung University of Science and Technology, Taichung 40851, Taiwan)

  • Ya-Yun Lin

    (Department of Marketing and Logistics Management, Ling Tung University, Taichung 40851, Taiwan)

Abstract

This study mainly probed into the factors influencing consumers’ OGB intention on community e-commerce platforms, built models that included facets of conformity behaviors, perceived risks, customer engagement, and OGB intention, and focused on whether there is a mediating effect on customer engagement and an interference effect on perceived risks. The subjects of this study were consumers with OGB experience on community e-commerce platforms. The results show that conformity behaviors have a significant positive impact on customer engagement and OGB intention; thus, when customers have insufficient information or relevant knowledge of OGB, the comments or recommendations of their relatives and friends would influence their engagement and OGB intention. Moreover, this study found that customer engagement has a complete mediating effect, which indicates that conformity behaviors can influence OGB intention through customer engagement. In addition, this study found that perceived risks have an interference effect, meaning that when consumers sense high risks, the OGB intention is weakened through customer engagement. This shows that in the OGB organizations of the community e-commerce platforms, it is recommended that more attention be paid to customer engagement; it is also a topic worthy of discussion in practical business applications.

Suggested Citation

  • Chueh-Chu Ou & Kuan-Liang Chen & Wei-Kuo Tseng & Ya-Yun Lin, 2022. "A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:4:p:1941-:d:744929
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    Cited by:

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    2. Lu Zhang & Xuanzhi Yang & Sulu Zhu & Zhengyi Xia, 2023. "Business Model Innovation and Performance of Startups: The Moderating Role of External Legitimacy," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    3. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.

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